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5 Web Analytics Tips To Be Right With Deciphering Any Type of Data

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Data collected using various analytical tools act as an authority in making many of the decisions by marketers. Marketers need these data and cannot rely only on various other methods of general business analysis. The data collected using Web Analytics tools act as a catalyst for important strategic decisions.

Web Analytics are capable of producing a variety of data reports based on various dimensions and requirements of the user. It is the marketer’s responsibility to understand the importance of these data and act accordingly. Web Analytics has many interesting and very useful features embedded in it. These features provide a thorough insight towards various aspects of the business. In order to understand these data, it is important to organize them and there are many ways in which the data can be organized. Implementing the right organizing methodology will be an additional aid for good management.

The following are the five Web Analytics Tips that can help deciphering any type of data:

1. Start a Dashboard:

Visualizing data all at one place is generally welcomed by everybody and this is where the concept of dashboard germinates. Web Analytics tools allow the users to create their own dashboards. Customizing dashboards would be more useful than using the standard format.

One can create a dashboard by clicking on Home tab >> Dashboards>> New Dashboard. Dashboard should be given a name and set the details that needs to be visualized according to their priority.

Each and every aspect added to the dashboard will show its respective performance making it more easily accessible. The factors like traffic sources, time on each page, number of videos accessed etc. can be added to the dashboard making it more useful rather than using it for general overview.

The three important portions of a dashboard would be Acquisition, Behaviour and Outcomes. If these three aspects are not included in a dashboards, then the user will not get a clear picture of the analysis, leading to wrong decision making.

As a marketer, one must use separate dashboards for search team, display team, audience etc. The filter option should be used to show only the relevant data making it more understandable.

2. Custom Alerts:

When on a website, there are so many aspects that are being reviewed using analytical tool, it becomes practically impossible to track each and every data accurately. This may lead to missing out certain important numbers that would have been crucial for certain decisions. In order to overcome this issue, the user can use Custom Alerts.

Custom Alerts will send an alarm to the user when certain activity like bounce rate, conversion rate etc. on the website crosses its anticipated level. These sudden changes are generally anticipated by the user but then if there does not exist a system to monitor it, there exist very high chance of missing them out.

The alerts come very handy in such situations. One need not remember to check these events as the user can set an alert to be intimated over email or a simple text message. For example, if the bounce rate on a website is usually 10%, the user can set an alert that a message should be sent over email intimating the user that the bounce rate has touched a threshold of 14% which is unusual and alarming and as a result the user can take appropriate measures to reduce the bounce rate.

3. In-Page Analytics:

In-Page Analytics is a very good feature in Web Analytics tool which converts complex data into easily understandable format for the people who do not analyse data at all. In-Page Analytics gathers all the data and projects them in a way which is visually appealing.

One can access this feature in two ways. The first one is by visiting Content>> In-Page Analytics. The second one is by clicking Content>> Site Content>>Pages>>Click on the URL >> Click on in-page tab seen at the top.

The report generated in In-Page Analytics have few important sections and they are as stated below:

  1. Top of the report consists of scoreboard, which gives the metrics of various aspects like page views, time on page, unique views, load time etc.
  2. The percentage of click on each link is depicted clearly.
  3. The number of people clicking at the bottom of the page below the fold is also clearly seen in the report.
  4. The user may also customize the report by clicking on the Goal set which will in turn change the report to show the clicks that have led to complete the goal.

In-Page Analytics will help the marketer in page optimization. The user may also go to Advanced Segments drop down>> Standard Segments>>In-Page tab>>chose the metric to be visualized. This will help to get the desired report. The landing page links can be optimized after a thorough analysis of this report instead of providing the visitors with some random irrelevant links. In-Page Analytics can also be used to analyze the social media presence, the number of videos downloaded, number of catalogues downloaded etc.

4. PPC Analytics:

Marketers allocate a huge amount of money for various advertisement requirements. These can be in the form of AdWords, PPC campaigns etc. Launching such advertisements and waiting the results will not take the business beyond certain level. These marketing forms should be analysed and it is made easy by various Web Analytics tools.

When the user is generating an analytical report for the keywords used by people, they must also take the query that is being typed in Google, into consideration. This will help the marketer to take better decisions.

Matched Search Queries is a feature with Web Analytics which allows the marketer to determine the queries that were typed in the Google and for which this particular advertisement is displayed. In order to see, the user must click on the Secondary Dimension and enter the keyword. This will show the word used by the marketer as well as the word entered by people. This report will help the marketers to optimise their Match Type Strategy.

5. Custom Reports:

Generating reports as per individual’s requirement will help the marketers to understand the analysis better. There are various features that can be added to the custom report. User can use filters that are available in custom reports to view only the required details. One can use segments and micro-ecosystems by replacing all standard reports by customizing them.

Bombarding the team with unnecessary data and reports will turn out to be confusing. In order to remove these hurdles and to ease out the decision making, Custom reports will be of great help.

These helpful and handy tips of web analytics will help in managing the data collected using various analytical features and this will in turn help the business to grow.

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